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Selling the Invisible: A Field Guide to Modern Marketing
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Binding: Hardcover
Dewey Decimal Number: 658.8
EAN: 9780446520942
ISBN: 0446520942
Label: Business Plus
Manufacturer: Business Plus
Number Of Items: 1
Number Of Pages: 272
Publication Date: March 01, 1997
Publisher: Business Plus
Studio: Business Plus
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Editorial Review:
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.
In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.
You can't touch, hear, or see your company's most important products. . . . So how do you sell, develop, make them grow? That's the problem with services.
This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:
*Why focus groups, value-price positioning, discount pricing, and being the best usually fail
*The vital role of vividness, focus, "anchors," and stereotypes
*The importance of Halo, Cocktail Party, and Lake Wobegon effects
*Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn
*Dozens of proven yet consistently overlooked ideas for research, presentations, publicity, advertising, and client retention . . . and much more.
Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples--from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.
The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance readers call it the best book on business ever written.
Customer Reviews
Average Rating: 
Rating:  - Treasure trove of uncommon sense
This little gem of a book is packed with tips, ideas and insights that can help you sell the intangible. Author Harry Beckwith trains his sights on the special challenges of marketing services, especially but not exclusively professional services.
If you are in the service industry, read this book.
If you are an attorney, accountant, consultant or in any service capacity, you will gain and profit from reading and heeding Beckwith's advice. One of his core ideas is that ... Read More
Rating: - Not much more to add. It's terriffic!
No cliches, no superlatives-just common sense ideas that are often overlooked. Take plenty of notes-ideas flow from almost every page.
Rating: - Still amazingly current, though written in 1997
Heard a taped copy of SELLING THE INVISILBE: A FIELD
GUIDE TO MODERN MARKETING by Harry Beckwith and
was pleasantly surprised that I liked it as much as I did, in that
the title did not "grab me" . . . nor did the fact that it was
written in 1997.
However, that said, it soon became obvious that Beckwith
(founder of Beckwith Advertising and Marketing) knows his
stuff . . . his many examples were relevant to me and would
be to just about anybody else's ... Read More
Rating: - Outstanding Marketing Book!
This is one of the best books I have ever read for tips on marketing services. As the proprietor of a new business selling PR services, I gleaned a lot of great information from the book and put it to work immediately. The book has definitely helped my business.
Rating: - What Every Service Business Needs!
I loved this book! It's full of short, to-the-point descriptions of each of the salient topics which made for an informative and entertaining read. I own a recording studio and graphic design business, both very much service-oriented, and I've changed my viewpoint on how to best market these "invisible" services. Our new marketing strategy is already getting rave reviews in our limited survey so we are gearing up to roll it out to the public. Even if you sell products, there's more service in the sale than ... Read More
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